This is not a Marketo-specific question, but will hopefully be relevant to many B2B marketing leaders. Is anyone willing to share data about how much of their annual B2B customer conference (or industry conference) registration/attendance is sales-driven v. marketing-driven? Our conference is currently about 70% marketing-driven and we believe the ratio should be flipped (70% sales, 30% marketing).
If you have any B2B benchmark data to share - or that you've seen - that would be great.
What kind of event is this? I would think it should be 70% marketing driven or more in most cases. If you are running high end events with few people, then sales might be more, but 70%?
In our case, marketing puts on our user conference and develops/distributes promo materials - but I'd guess that it's about 60-70% driven by conversations our Client Advocates (account managers) have. Our sales team invites prospects, but only those that are far along in the buying process. With prospects, it's 100% sales, utilizing marketing's promo materials.